Life insurance buyers in India are well aware of their needs and pro-actively research their options, according to Ernst & Young's global insurance survey 2012.
About 74% of respondents indicate that they conduct detailed research before buying life and pensions policies, far more than in the UK (37%), the US (31%) or China (44%), it points out.
However, many customers focus more on price competitiveness in their research rather than product features and performance.
E&Y surveyed more than 24,000 life and non-life insurance customers across 23 countries about their buying practices, with over 1,000 consumers in India.
The survey has tried to uncover valuable insights into consumers' perceptions and how expectations have changed over a period of time and as a result insurers in this market will need to think differently if they are to continue to be successful in attracting customers.
"Customer have become more demanding and require product and services to meet their evolving needs and expectations. Insurers need to focus on developing customised propositions, stronger direct relationships and increase transparency in their communication," Ernst & Young, India Partner and Insurance leader Rohan Sachdev said.
The survey also reveals that customers view the insurance industry favourably and have been less affected by the financial crisis than banks in terms of undermining customer trust.
However, 56% of the respondents feel the industry is behind other sectors in terms of quality of service it delivers to its customers, it says.